Real estate marketing strategy sharing in third-and fourth-tier cities (36 schemes)

1. There are masterpieces in the town.

Non-first-tier cities may also have first-tier works. Beyond the north, Guangzhou and Shenzhen, such as the other side of Chunsen, Longhu, Chongqing. This paper discusses small cities and pays more attention to third-and fourth-tier cities. Even if the overall influence is not enough to radiate the whole country, it can lead the region in some aspects. As a marketing trader, we must have the mentality of "making a small town a boutique" and create a classic for the city based on the principles of responsibility, respect and value.

This copy should be out of shape.

If you want to copy, you can't directly copy the marketing model of first-tier cities. Adjust measures to local conditions, vary from person to person, keep pace with the times, and the particularity of each city determines that there is no panacea for real estate marketing. The key is that the difference of urban capacity determines the maturity of the real estate market, the difference of consumers' values and behavior habits, and then inevitably determines the difference of project positioning, product design and marketing strategy. It is also a green city. In Shanghai, Hangzhou and Nantong, the marketing methods are definitely different.

Follow the government

Listen to the party and follow the government. It is the premise of marketing success to look at urban planning, the developing government orientation and the social voice in products. Nantong Wantong City, loudly played "East of the city, life is very Wantong." At the beginning of land acquisition, one of the three plots was selected, and the most remote and cheapest plot was finally taken after the suggestion of the developer, which made Nantong become a star case in 2008-2009 from the first city in the Far East. You know: going in the right direction is always more important than location.

Be brave to be the first

Either be the first or be the first creatively. All kinds of the most, must have. Remodeling the value of the plot and making the best real estate in a certain range; New category marketing, to be the first product in this city; Add value, introduce various services and activities that have never been seen before, and so on. The first art deco city building; The first building to hold a symphony concert; The first villa in the super demonstration area. Nantong, there are many firsts in the future.

5. Benchmarks may include

Benchmarking marketing is a marketing strategy to establish a real estate coordinate system, find benchmarks and imitate them personally. Real estate can have an overall benchmark, for example, Nantong Wanhuafu takes Shanghai Huarun Bund Jiuli (considering all dimensions and system benchmarks, considering land, products, enterprises, marketing and other aspects) as a benchmark, or it can have a benchmark in sub-fields, for example, Yosemite Demonstration Zone takes Longhu as a benchmark. There is a benchmark, don't be confused.

6. Absolute geography guest

There are many stories in the small town, and I especially love my own nest. Compared with first-tier cities, the customer's region may be the most important point of marketing particularity. Due to the limited outlook on life and the limited radius of life, property buyers generally accept the "old place". In addition, due to the limited foreign population, residential consumption in small cities mainly depends on local customers (the proportion of foreign population in export-oriented cities such as Suzhou is different). In the first phase of Nantong Wantong City, the proportion of aborigines in Guanyinshan Town is close to 50%, which can be proved.

7. People with houses and cars

Nowadays, the sales targets of commercial housing in many places are owners with houses and cars. You may not believe it, at least in Nantong. Demolition compensation, government distribution, and so on. With the development of the automobile market, the proportion of automobile owners has gradually increased. It is not difficult to understand that luxury customers such as Yosemite and Wanhuafu drive by car, and even customers in Wantong City drive back and forth. Therefore, marketers should pay attention to the fact that the customer's living experience and consumption experience may not be what you expected.

8. lead by half a step

Less than half a step will underestimate Nantong, and more than half a step will overestimate customers. Although they may have a house and a car, and they may often go shopping abroad, their overall quality still lags behind that of consumers in first-tier cities. So the project positioning, product design and marketing strategy are all good, and you can be half a step ahead. Yosemite's architectural style and demonstration area are important chips for its success. In first-tier cities, maybe not so much. In Nantong, half a step ahead, implemented, can wait for customers.

9. I have seen it in Shanghai.

The question is how to choose. Spain or England? Fine decoration or rough house? Row house or flat mansion? Positioning methodology, no matter which one can give us the answer. I just want to say one thing: be a product that target consumers have seen in first-tier cities and want to buy very much! I have seen Cuihu Tiandi in Shanghai, and I like the decorative art style, so China Harbour City and Wanhuafu are both of them. I saw Vanke Rancho Santa Fe in Shanghai or Longhu Villa in other places, and went to Yosemite, where there is the Mediterranean Sea in Nantong. In this way, the sales pitch can be saved by half.

10. It looks beautiful.

If the first-tier cities can have minimalist mansions, modern Chinese fine decoration, and return to the natural garden of Hanbi Bay, then in a small town like Nantong, we must make classic products that look beautiful, fall in love at first sight and can't help it. The aristocratic temperament of neoclassicism and the pure foreign flavor of Spanish style are the best choice for insurance industry. If you are half a step ahead, you can mix and match the luxury house style of Tian Zi No.1 in Jindi, or you can have the Wright grassland style of Washington series in Yicheng. The test is risky and the product needs to be cautious.

1 1. The market is driven step by step.

Some experts have market standards for third-and fourth-tier cities: if the total construction area of real estate exceeds one square meter per capita of the total urban population, it belongs to the market. The city has a population of 200,000, and more than 200,000 square meters is the market. The population of Nantong City is close to 900,000. According to this logic, Nantong market is probably only Zhongnan Century City, and the suburb is Hengsheng Manor. I think this is a method, but more importantly, it should be based on the annual transformation of urban commercial housing. According to the development rhythm of developers, the development cycle of more than 5 years should be counted as a big market. If the annual turnover is 65438+ 10000000 square meters, 500000 square meters can be regarded as the market. Three principles of marketing: overall consideration, step-by-step realization and collective start-up

12. Shocked the sales office

What is the most important thing in the second half of town marketing (positioning and products in the first half, promotion and sales in the second half)? Experienced people tell us: site construction and customer activities. Because the media effect is not obvious enough, because the precise channel is not clear enough, it is an invincible truth to throw money on the spot. At the same time, customer reputation is very important, and it is very important to engage in more activities, which will be said later. On-site construction, first-tier cities should have no regrets, because customers are very picky, and second-and third-tier cities should be shocked because they expect to be surpassed! Nantong Yosemite and Wanhuafu were the most shocking live experiences of that year. "Stupid, high-tech, green ecology", Xiao Jin, vice president of Beijing Vanke, summed up three tricks that shocked the scene, which are gradually being realized in second-and third-tier cities.

13. Amazing model house

According to the investigation and analysis results of Vanke Group, the model house is the most important link in customer contact in mid-range community (the first contact point of high-end community customers is the community spiritual fortress such as entrance/bell tower). In second-and third-tier cities, the first focus of customer contact is also the model house. Nantong Wantong City, the main slogan for quite a long time was "Go to Wantong City and see the model houses". Designers in first-tier cities, activity companies in first-tier cities, and front-line traders all have many model houses, so I won't say much here.

14. Super Demonstration Zone

If the model house is not enough to shock customers, then the super demonstration area has become the prescribed action of residential marketing. In second-and third-tier cities, brand real estate is basically the same as that in first-tier cities. There are first-tier developers who spend a lot of money in the demonstration area to show their product strength in depth. This is an invincible truth. The hardware of the demonstration area includes the sales office, the model house, the building park demonstration area, and also includes the software system: sales system, property service system and customer service system. Second-and third-tier cities, projects that want to become industry leaders, super demonstration areas, this can be done.

15. Outdoor air superiority

Live, live, or live. Pass by, pass by, don't miss it. If the scene is first, then the outdoor anti-aircraft guns are tied for first place. There are many stories in the town, full of joy and joy. It is always common for people in the village to go out without reading newspapers or watching TV. Seize the air superiority, block the entrance and exit, take a three-dimensional position, and fully integrate outdoor media. In addition, in the outdoor media delivery strategy, bulletin boards can be used to increase the replacement frequency. The most important thing to emphasize is that, like a luxury house in the south of the city center, the venue board should be tall, imposing and quality, not only widely publicized, but also the process of customer psychological pricing.

16. Become famous overnight

Media strategy includes media combination strategy and media delivery strategy. It is not difficult to combine media. What is difficult is how to combine innovation and effectiveness. First-tier cities tend to innovate in print media, while second-and third-tier cities are more willing to choose the breakthrough and innovation of outdoor media. The space-time view of marketing emphasizes the relationship between "expectation" and "change".

17. Spring Festival homecoming tide

The special contribution of comrades-in-arms from the first line of second-and third-tier cities is still a matter of time and space. The most concentrated buying season for customers, of course, is the same as that of first-tier cities, spring and autumn. However, due to the large number of migrant workers and businessmen in China, it is also a good season for housing marketing to go home for the New Year. The lower the urban energy level and the lower the level of real estate positioning, the more useful this is. In Nantong, the hometown of architecture, many construction workers buy houses to reward the whole family during the Spring Festival.

18. Newspapers focus on typing.

It's not that the mass media is useless, it's that the method you use is not powerful. Although the newspaper readership of non-first-tier cities is limited, the real estate promotion effect is not as good as that of first-tier cities, but there are always ways to innovate. All kinds of concentration and surprise play. For example, the 16 serial edition of Shanghai Sheshan Phase III, the media loushu of Shanghai Qingjiao and the newspaper cover of Jindi Sheshan Tianjing can all be emulated in second-and third-tier cities. In Nantong Wanhao Mansion, all kinds of newspapers and media adopt the strategy of centralized delivery, and cooperate with outdoor and live advertisements to quickly detonate the market.

19. Pull banners at will

There is a position that is always ignored. It's called a flag. Especially for the promotion of luxury homes, this seemingly low-end approach is often considered to be inconsistent with the media contact habits of target customers. Residential areas, bazaars, passing places. In fact, regardless of banners or anti-aircraft guns, the media that can hit customers is a good media!

20. Be active.

There are two kinds of activities according to the purpose: public relations activities and sales promotion activities. The activities here are big, mainly referring to public relations activities, with the goal of brand influence. Usually, when foreign brands enter second-and third-tier cities, they will have media headquarters, which basically belongs to this category. The strategy of big money is the first choice for big activities.

2 1. I also like the warm field.

In addition to large-scale activities, another activity has gradually become a prescribed action. In the promotion of four books (live, activities, props, media), such activities are all on the spot, so the composite effect is fully displayed. This is a weekend warm-up activity. The three magic weapons for women, children and pets can almost be synchronized with first-tier cities.

22. props are very practical

In second-and third-tier cities, you usually don't spend a lot of money on selling props. For example, materials, practicality first. Consumers probably won't add points to the psychological pricing of the project because of the high-grade loushu. If there are loushu, it is usually practical in stages; Folding, if done, usually has multiple uses; Single page, room type, must have, it is best to match. These must be practical. Other large-scale sales props inside the sales office, such as sand table model, will not be discussed here. Nantong Wantong City has a stage and made several Yi Labao, and all kinds of data worthy of home ownership are compared and displayed, and the effect is good.

23. Advertising effect

To do effective advertising, you must! In first-tier cities, real estate advertisements may have the opportunity to make more image demands and brand communication. In second-and third-tier cities, it is best not to take this risk. Consumers are pragmatic, developers are pragmatic, and your advertisements should be pragmatic. Of course, being pragmatic doesn't mean directly posting renderings, room plans and prices. Wanhua Mansion is dedicated to those who write legends. At the right time, the right property, such demands, also known as pragmatic.

24. Senior case name

The name of the case is University Question. It is most important for consumers to remember this. The best carrier of project soul, case name strategy, and the best method for second-and third-tier cities: learning advanced. Multi-dimensional benchmarking, all-round ontology analysis, the name of the case naturally came. Wantong City, China Port City learn Vanke City, Wanhuafu learn Wancheng Huafu, and Di Mei, You Shan. Beijing has it, and it is also the ninth garden. You know, the fifth garden comes first.

25. Slogans are constantly updated.

How many slogans does a project need? This is a question with no standard answer. I said there should be positioning language and main promotion language, and then I added that there should be brand promotion language. Later, I found that with the different stages of project promotion, each stage should have the main promotion language. One city, Wantong City; East of the city, life is wanton; Go to Wantong City and see the model houses; Not just an extra room.

26. Copywriting should be straightforward.

In an era of barbaric growth, housing is used for both investment and self-occupation, and the demand for advertising copy is mostly straightforward, especially in second-and third-tier cities. Advertising copy, the effect is the first, but it does not mean straightforward first. Creativity is not equal to strategy. But when there is no creativity, strategy is the best copy.

27. Vision should be traditional.

Advertising should be effective, copy should be straightforward, and vision should match naturally, so we should be traditional. By the way, the surprise may not belong to you! In addition, creativity is a new combination of old elements. As mentioned before, when the advertisement is correct, the media can be surprising. Tradition is beautiful. Take the classic advertisements in first-tier cities as an example, and study the past classic advertisements in your city, so that you can ride on the right road. For example, Nantong Wanhuafu, everything is old, and you can take the lead if you do everything well.

28. Outfield sales

Can there be an outfield? When are you going to the outfield? Where is the outfield? How to lay out outfield? How to connect the outfield with the site? This is a special topic, so I won't introduce it in detail here. I just want to say: according to the previous principle, your property can be the first local sales office of a star-rated hotel, the first sales office with a 4S shop, the first sales office of a supermarket or the first mobile sales office with a modified car. When Nantong Wanhao Mansion entered You Fei Hotel, Jindingwan Garden followed closely.

29. Prices are rising slowly.

Price is the most sensitive. "Even a small step has a new height." Residents in small cities have more demand for self-occupation, relatively weak investment awareness and more serious price sensitivity. Therefore, the general principle of price strategy is: open low and go high, and go high slowly. Promote and improve the customer's psychological expected price, and the sales will enter the market at a lower price than expected. Wantong City's opening and snapping up several times is proof.

30. Push plates in small batches

Sales promotion strategy, like price strategy, mostly adopts small batch and multi-batch. There are several reasons for the small batch: urban consumption capacity is limited, and the consumer groups are not large enough; The water storage time of the project is too short and the intended customers are limited; Just guarantee the maximum premium and push the sale slowly. The above three kinds are more common in second-and third-tier cities.

3 1. The opening price will be very favorable.

There must be a discount at the opening, that is, the list price. After all kinds of water storage, when the gate is opened, it is necessary to let the hard-working customers eat some sweetness. Taking Evergrande as an example, there are many real estates in second-and third-tier cities across the country, and it is quite reasonable to know this. Nantong, whether it is a local Wantong real estate or a foreign harmonious group, basically follows this law in the use of opening discounts.

32. There are various promotions.

Fancy renovation, promotion unchanged. It is human nature to be greedy and cheap, even for the absolute bulk consumer goods such as houses. Advance promotion, progressive concessions, all kinds of gifts, all kinds of rights, all kinds of concessions, all kinds of measures to put wool on sheep. This is suitable for the topic and is omitted here. Top luxury houses in first-tier cities can be promoted at higher prices. Second-and third-tier cities, it is recommended to promote honestly!

33. Courts like to criticize.

draw

Palace flower: SP. Team SP is a compulsory course for boring marketing. Property buyers in second-and third-tier cities are obviously "easy to deal with" than those in first-tier cities, and the SP effect is better. This is the voice of people in the industry who have been deeply involved in Nantong for many years. Every sales must have SP spirit, and every planning must have sales awareness. The conclusion is that every trader team member is an actor of collective SP. This, can't say more.

34. All sales are busy

As I said before, the circle is not clear, but word of mouth comes first. Everyone is an opinion leader. Party A, Party B and Party C have indicators on their heads. Marketing in the industry will really become the future direction. When the leading real estate in first-tier cities has begun to focus on the media and industries, the real estate in second-and third-tier cities should catch up quickly. The total sales mentioned here mainly refers to the promotion of developers, service providers and media opinion leaders. The real estate circle and the media circle are a bit difficult to do now, but whoever starts first may become it.

35. Choose Party B carefully.

This is an era of professional division of labor. Professional people do professional things. In particular, many small and medium-sized developers in second-and third-tier cities lack their own experience and face strong competition from foreign predators, so it is necessary to choose powerful partners. Leave each field to experts, such as urban settlement, project feasibility study, early positioning, product design, marketing planning, advertising creativity, sales execution, property consultant, public relations activities, special research, market consultant and enterprise consultation.

36. Here comes the brand.

If there is no Vanke in your city, maybe there is Evergrande? It is basically clear that second-and third-tier cities are the future strategies of the top 20 enterprises. Whether it is a local strongman or a foreign monk, the brand era is gradually coming. In leading cities such as Suzhou and Hangzhou, brand competition has been very fierce. In late-developing cities such as Nantong and Jiaxing, brand real estate competition has entered the first year. Are you ready?